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Oddbins reveals Christmas fox campaign
UK drinks retailer Oddbins will be holding auctions for the chance to win stuffed fox toys and wine tastings hosted by celebrities as part of its Christmas campaign, the drinks business can reveal.
A still from Oddbin’s Christmas campaign (Photo: Youtube)
Nearly 50 hand-made fox dolls will appear in Oddbins’ windows this year, five of which have been “adopted” by celebrities. These foxes will be auctioned off to customers along with a wine tasting hosted by the celebrity for them and five friends.
The charity auctions will raise money for a cause of the celebrity’s choice.
The stars that have signed-up to the campaign include Olivia Colman, star of ITV’s Broadchurch and Channel 4’s Peep Show, as well as ex-cricketer Sir Ian Botham and Arsenal football legend Bob Wilson.
The five auctions will be run on eBay from 1 December. The remaining 45 foxes will be sold through a silent auction at each store in the new year.
“We want our customers to give a fox about the quality and value of what they drink over the festive season and in the process raise thousands of pounds for charities,” said Ayo Akintola, Oddbins’ managing director.
The Oddbins campaign will include an online video and the #WhatTheFox hashtag.
The purposely low-key campaign video, which cost less than £10,000 to make, is designed to contrast with the blockbuster Christmas advertisements favoured by most big British retailers.
“Our video was made on exactly 0.001% of the budget of this year’s John Lewis Christmas advert,” Akintola added.
“It won’t pull on the heartstrings, the message is totally different, you won’t be sick of hearing the song by the start of December and it won’t trigger a national debate about British culture. Other than that they are very similar,” he said.
Other promotions include the chance to win a weekend in Champagne by finding fox tokens hidden in stores and locations close to branches. Customers who find fox labels hidden in the newly released Oddbins No 6 beer will win a case of Oddbins’ finest craft ales.